Advertising in classmates: why you shouldn't underestimate it. Advertising on social networks: Odnoklassniki

Last year we set out to transform our site into a real encyclopedia of marketing for small businesses and private projects. What we just didn’t talk about! And then they realized that we didn’t have materials about Odnoklassniki. We are urgently correcting ourselves! Today our expert is Svetlana Balakhnina, an entrepreneur, practitioner, specialist in targeted advertising. Svetlana has prepared detailed instructions for starting advertising in Odnoklassniki for beginners.

If you have a website, then there is a need to search for traffic sources for your project. I want to tell you about the interface of the MyTarget service, through which advertisements are placed on the Odnoklassniki social network.

According to statistics from 2016, the monthly audience of Odnoklassniki is 73 million people, of which 60.6% are women, 39.4% are men. The audience of mobile device users is 64%. Moreover, an active audience is located not only in Russia, but also in the countries of the former CIS, in Europe and the USA. Income level: 10% - below average, 40% - average, 50% - above average.

Odnoklassniki is a large source of traffic for the sale of physical goods, information products and services.

MyTarget makes it possible to place mobile advertising on VKontakte and Odnoklassniki. That is, anywhere, except for this system, you will not be able to set up ads for users of the mobile versions of these social networks.

Getting started with MuTarget

Registering:

In the cabinet interface, we see sections, we go to them to get the necessary information as we work with the advertising campaign.

MuTarget cabinet interface

Before starting the setup advertising campaign I recommend that you think about collecting data about your website visitors, which you will need to launch retargeting campaigns. After all, we need to "catch up" visitors with a reminder of our product or service.

Setting the counter MyTarget

We register mail, a counter on Mail.ru at the link: https://top.mail.ru/ and install its data on the site.

Installing counter data on the site

The counter is added in the "Audiences" section. There will be collected data about visitors to your site, and then you can set up a retargeting campaign on them. On VKontakte and Facebook, pixels of social networks are used for these purposes.

This is how we add a new counter.

Basic settings of MyTarget

Information collection settings

Analytics is our everything! You need to collect it through UTM tags, in MyTarget I recommend using the automatic option, this will save you time, and the received data will be enough for effective optimization.

Choosing automatic labeling for analytics

We set the criteria for the target audience

The item "age limit" must be filled in, provided that your project under the legislation has such.

In the "Audiences" section, you can target the segments you have created using the counter [email protected] , data from games, applications and groups.

You can also set up audiences based on the data already available about your clients: id of social network users: Odnoklassniki, VKontakte, My World, as well as phone numbers and their email.

If you have any more audience data, use it

This data is loaded in * txt format as a list, which can contain from 5,000 to 5,000,000 lines and be no more than 128 MB in size. If you do not have the required number of representatives of your target audience, then you can configure the display of advertising directly to the group of interest to you.

Analyze other existing settings as well, if they apply to your target audience, then use them.

Consider additional settings

The collection of information about the interests of users occurs through the thematic portals Mail.ru, which, like target.my, are part of the Mail.Ru Group.

Show geography

Here we set up the display geography

MyTarget has the ability to set up local advertising, this function is recommended for shops, beauty salons, fitness centers, that is, for those who need to reach the audience in the surrounding area.

Time settings

In the "When" block, set the time intervals and days of the campaign display, as well as the start and end of the broadcast.

Setting the display time

Price settings

In the next block, we need to choose what we will pay for - for clicks or impressions?

In my practice, a pay-per-view strategy is the most effective for multi-format placement, but this cannot be said with a 100% guarantee. When launching test advertising campaigns, I recommend that you try both options, and then choose the one at which the cost per lead is cheaper and the sales results are better.

Today, January 23rd, there was a mini - revolution in the world advertising in social networks... Community Advertising Service sociate now allows you to advertise in groups of the social network Odnoklassniki(you can try Plibber.ru(more convenient interface, more flexible settings). Many users who advertised in Vkontakte groups asked whether it would be possible to do the same in Odnoklassniki, the answer was "there is an opportunity."

In this article, you will learn:

Features of advertising in Odnoklassniki groups;
How to select sites for advertising;
How to advertise posts safely and effectively;
How and why the groups are wound up in OK.

Odnoklassniki, features of advertising in groups

Odnoklassniki has its own characteristics. For example button "Class!" has built-in virality Is both like and repost at the same time. This means that any good ad can get additional coverage for free. (I already wrote how to do it, but a lot is true for Odnoklassniki too. I recommend reading.

In the search for sites sociate.ru/spots/view, a switch appeared (in this moment not very informative, you may not even notice it) - in which network you want to post the entry (also in Plibber.ru).

Highlights when working with ads in Odnoklassniki groups

For advertising in Odnoklassniki, sites from 1000 participants are accepted.
Take your pick. If you have a very narrow topic, then look wider and choose groups where your target audience may also be.
Images, video, audio. Must be used. This is more than 80% of attention and information in the news feed. It is advisable to choose one that they want to share with friends. This may lead to a "viral effect" (advertising in Odnoklassniki groups is great for this). And as you know the environment in people most often with similar interests... This means that your target audience may be among them.
For each group the maximum adapt your ad post... Watch the band's tape, learn the writing style. For example, you advertise foreign language services... With a good approach and content adaptation, it is possible to advertise to a local school group or other educational institution.
Experiment. Various titles, graphics, groups. Make sure that there is activity on the site where you advertise (comments, "Class!")

You can't miss such a moment as boosting subscribers. And to understand what types of it are and what they are used for.

How to wind up subscribers in Odnoklassniki and what is it for

Sometimes they ask me how to wind up subscribers in Odnoklassniki. Personally, I did not do this at OK. First of all, you need to understand what it is for.

Why do people usually choose a cheat? This is only justified in cases where if you think for example, it is easier to promote an account with over 1000 members than with 50 ( and only then publish ads and attract customers). Even groups with more members on average are higher on average for queries in the OK search.

Based on the reviews and experience of friends, I can recommend the automatic service for online promotion soclike.ru.

If you use the base rate, users will not be targeted (only for quantity). If you need more interested in your service, product, group, it is better to use the Vip tariff.

Further about advertising

When placed in Odnoklassniki, users immediately see the number of participants and the total cost of placement. More metrics are likely to be available soon. Stay tuned here at. By the way, about working with the sociate service here.

As far as I know, at the moment (23 January 2014) service sociate one of the first to provide their users with the opportunity to advertise in Odnoklassniki groups(Plibber.ru still works more stable and the commission is lower). According to official information, the sociate service is now actively working on obtaining detailed statistics for each placement. This is a very necessary opportunity for analyzing the effectiveness of advertising campaigns.

After registering with the service, you can simultaneously watch the video and study the interface (although it is mainly about VK, but it will also be useful for OK). You can start from the 1st minute.

Group administrator in OK

If you group administrator in Odnoklassniki- you can add your group to this service and calmly. Without fear that the money will not pay you. The main thing is to make sure that advertising does not break the rules..

It is convenient when in one service it is possible to conduct advertising campaigns in different social networks. I will write in more detail how to advertise on Odnoklassniki later. Now the work on improving and expanding the functionality is clearly in full swing. But still we are waiting for the next Facebook)

send

The second most visited social network in Russia is Odnoklassniki. Many marketplaces do not take into account this network, considering it to be the main audience for housewives and elderly people. We hasten to assure you that this is not the case: the bulk of the audience are men and women aged 25-35.

It is not only possible, but also necessary to promote a product on Odnoklassniki. There are both free and paid methods for this. The most effective way would be to launch a targeted campaign targeting a specific group of users. You can promote a separate site, group or publication using this method.

Advantages

A commercial campaign on this network has a good impact, despite the conventional wisdom of many experts. This web resource ranks 5th in terms of traffic in the territory of the Russian Federation. In numbers, this can be expressed as 40-50 million visitors per day. The audience of the social network is quite diverse: men and women aged 25-35, then mostly only women 35-45 years old and pensioners of both sexes. If your target audience matches such data, then these advantages allow you to safely take on the presentation of your product or services.

You can finally make sure of the expediency of promotion by looking at the report on the occupation of visitors to this site:

Another positive factor is the almost equal popularity in all regions of Russia.

Types of advertising in Odnoklassniki

Let's take a closer look at each of the types, what they are, what are good and what are their disadvantages.

free;
paid in groups (through administrators or special exchanges);
paid targeted advertising.

It makes no difference where you attract visitors: to the site, to a group, inform about a promotion, etc. The differences are only in the methods. Let's go through each of the three types.

Free of charge

A method that allows you to promote a product or site for free, but has already lost its effectiveness and popularity. It consists in self-adding to friends for the purpose of inviting to a certain group. For such purposes, specialized programs can be used that set the process to automatic mode.

Paid in groups

This method involves purchasing publications in groups. Its effectiveness is quite high, users will be truly interested in your publications, and you can make money selling goods. If they join a group, they will be live visitors who make a lot of reposts, like and add comments.

Paid targeting

This view offers a wide range of formats, with an accurate selection of the audience to which they will be shown. It is like contextual advertising on information resources, where the selection is in accordance with the topic, only here you select the users themselves. You target customers' age, hobbies, education, employment, marital status, income and more. We will describe all these settings below, but now we will take a closer look at the formats themselves.

Banners

They are located in the right column on the website and look like this:

There are two acceptable sizes: 240x400 and 90x75. TO negative sides they can be attributed to their rather long-term use and the high cost of showing. The pluses include the ability to independently calculate the cost. To make a count, we do the following:

The cost comes out very decent, given the age of this format and the emergence of the concept of "banner blindness".

Promo posts

Ads that are published in groups, but with placement in special places, without being tied to a specific community. Classmates will promote the post in 4 ways:

Pre-roll

It is a video that is shown to the user before starting the main video. It is important that such inserts do not have time to bore the user, otherwise no one will watch them. The constant change of materials will allow you to keep your interest at least a little. The efficiency is low, but the price for this method is not too high.

Branding

Creation of a brand, a memorable name. It is carried out through games, contests and surveys. It can be characterized by these words: expensive, beautiful, sinks into memory. This kind PR is suitable for very large companies that can spend more than one million rubles.

Advertising on Odnoklassniki: how to place

We have considered the main types of advertising, now it's time to talk about its placement. Consider methods for all three types, Special attention let's pay attention to targeting, as it is of the greatest interest and raises many questions.

Free advertising placement

You can try to get subscribers without attachments by following these instructions:

Register a fake page
Open the group, fill it with content
Add the target audience as friends, then invite to the group

There is nothing more to add, this is the whole essence of the method. It is similar to mass following on Twitter or Instagram. For greater impact, you can give a gift along with an invitation to friends. Try to get as many "Class" marks as possible, as they not only mark the post, but also publish it to the feed.

It is worth noting that free promotion is not 100% free, you cannot do a huge amount of work yourself. You will need to purchase a page, special programs, pay for likes, etc. There are costs in any case, but the effectiveness remains in question, along with the risk of getting banned.

Advertising in groups

There are two ways to promote pages or products in communities:

Directly. Find suitable groups and connect with leaders to inquire about publication and cost.
Through the exchange. Register on the service, choose a group and time of accommodation. After the post is moderated, the money in the account is reserved, and after publication in the group, it is credited to the account of the community administrators.

An ad exchange on classmates protects against dishonest administrators who can take money and not post. You can also see group statistics here, which allows you to see the effect of the publication. Many exchanges work with classmates, but the optimal ones are the official one - Bidfox.ru and the unofficial one - Sociate.ru.

Placement of targeted advertising

You can set up and launch this type of promotion on the MyTarget platform.

Register using OK or another social network. You can enter your personal account directly from classmates in several ways.

First, on the left side of the page, find a commercial ad and click the "Create ad" link.
Second: at the very bottom of the page there is a link "Advertising".

Before creating a campaign, make sure that your ad does not contradict the rules of the system:

it is forbidden to use obscene, rude expressions, slang;
a picture can contain text, but no more than 50% of the total area;
there can be only one exclamation mark in the ad text.

If you are not sure of the rules, or you have questions, please contact support. The guys work quickly and are always happy to help.

Having figured out in accordance with the rules, we proceed to create a campaign. We press the button "Create a campaign" and independently choose what we want to promote: a site, a group, a game, a store, etc.

For example, we chose a site. We enter its address, after which it is necessary to decide on the format: teaser, banner, mobile, multi-format.

After choosing the format, we are taken to the page for creating an ad. We enter an interesting title, body text, put a link to the page, upload an image.

Next comes the most important thing, why this method is attractive - the choice of the target audience. To properly configure your settings, you need to have a good understanding of your customers. Correct parameters will help to bring a ready buyer to the site and will save significant money.

Let's take a closer look at each parameter:

First of all, we choose the gender of the client. It is doubtful that men would want to click on an ad for the sale of women's handbags. If the product is suitable for men and women, it is better to create several ads, with different titles and calls.
Age. You can show ads to everyone, or only to users within a specific range.
Age limit. If the link is intended for adults, do not skip this parameter.
Birthdays. You can start showing ads a month before a person's birthday and end 2 weeks after it ends. The audience size is significantly reduced when this option is selected, but you can reach birthday people by offering relevant promotions.
Audience. Suitable for advanced users. Adjusts the parameter in accordance with the behavior of the person on the site.
Interests. We select people according to their hobbies.
TV viewers. The setting greatly reduces the coverage, often does not require enabling.
Education. Choice of people with higher education and without it.
Employment. We select working and non-working citizens. You can conduct an experiment by alternately choosing one of the parameters, then leave the one that is more effective.
Family status. We choose those who are married or free.
Income. A useful parameter that allows you to select users based on their earnings. Especially useful when dealing with premium products.
Geography. We configure for which cities the ad will be displayed. If this is not an online store, and it is located in a certain city, then this setting should be set.
Local advertising. Limits the display of ads to people who are in the area of the city - sometimes or often.
Show time. We set the time frame of the display.
This concludes the selection of parameters. All that remains is to set the CPC and the campaign budget (total and daily).

How much does advertising cost on Odnoklassniki

The cost depends on many factors and promotion methods. Shareware still receives costs in the form of paying for likes, purchasing programs, etc. Community ads are more expensive. The cost of one publication in a group with about 1 million participants can be 10,000 rubles or more. It all depends on the popularity of the community and the position of the administrators.

Targeted advertising starts with a minimum budget of RUB 100 per day. At the same time, the recommended cost per click is 30 rubles. Again, it all depends on your goals and capabilities. Promotion of a small store with a narrow target audience will cost significantly less than advertising promotions for a hardware store. The positive side of this method is its flexibility and the ability to adapt to any budget. Right choice parameters will significantly reduce costs and attract a large number of ready buyers.

Conclusion

Advertising in classmates is undoubtedly noteworthy. The social network is developing, its audience gradually changed to younger people with broad interests. Correctly defining your audience will allow you to get the maximum result. The absence of fierce competition provides financial benefits and fresh visitors who are not tortured by the abundance of advertising. Test different options placement and soon you will be able to achieve the desired results.

Many users promote their companies and brands on social media. Does advertising on Odnoklassniki bring results? To get an answer to this question, you need to refer to statistics.

The site ranks 5th in terms of attendance in Russia. The daily activity of users is quite high. Tens of millions of users come here (up to 50 million per day). Who is a typical "classmate"? Based on the system data, the following "portrait" can be added: this is a female user aged 35 to 45 years. This information is worth paying attention to those who are targeting a similar target audience. If this is “your client”, try not to hesitate!

If you are interested in more detailed statistics, we suggest that you familiarize yourself with the type of activity of users of the social network. Against this background, it is easier to understand whether it is worth promoting your business on Odnoklassniki.

Let's get to work!

Human psychology is arranged in such a way that the unknown always frightens him. This can be applied to promoting private business on social media. Often, newbies do not have the slightest idea of how advertising on Odnoklassniki works. Only the most courageous users dare to go through this "minefield". Again, this is scary only in words. In fact, everything is completely different! But there are still people who remain skeptical about this issue. They try to stay as far away from it as possible, and at the same time they lose a lot of tempting opportunities. In order to somehow change this trend, various versions of the "guide" to work appear on the Internet. The user needs to know these nuances.

Advertising in Odnoklassniki. Views:

Free;
Paid (standard);
Paid (media / targeted).

PR is necessary to attract users to various resources. For example, there is advertising in classmates in groups. Other users increase interest in personal sites, with the help of Odnoklassniki. Let's take a closer look at all types of promotion.

Free advertising on Odnoklassniki

This is far from the most effective method PR, however, in the absence of a budget, you can use this scheme. How it works:

The user registers a new account (fake profile), creates a group on the social network. Further fills the community with content (contact information, photos, videos, etc.);
The second stage is the search for target audience, as well as adding friends to all suitable "classmates".
What happens next? The user sends new friends an invitation to the group (manually or through special software).

Unfortunately, free advertising is not capable of providing great opportunities. This is its main disadvantage. In other words, all you can do is to promote the group on Odnoklassniki using mass following. However, there are secrets of how to quickly achieve the desired result:

It's great if you start interacting with the added users right away. Send free gifts to new friends. This is much nicer than receiving a "blank invitation";
Like + repost in Odnoklassniki is called "Class". This is a really important indicator. If you wish, you can wind it up using special services (for example, CashBox);
When creating and active use multiple fake accounts increase the chances of fruitful work. This makes it much easier to increase your membership in the group, and at the same time to avoid limits and punishments.

If we briefly analyze this method of PR, not the most favorable conclusions suggest themselves. To promote a group for free, you will have to:

Buy / register fake profiles;
Use a lot of special software;
Resort to work on additional services;
Devote time to it regularly.

In addition, advertising on Odnoklassniki is not called "free" in the literal sense of the word. You, one way or another, will have to invest in promotion. A lot of money! And in most cases it's not worth it. Targeted advertising in classmates is more effective. Or a fallback is social media display ads.

As a last resort, you have the opportunity to purchase a promoted community with subscribers. It is relatively cheap (only 15 kopecks for each member of the group). The main catch is that these users are passive in reacting to whatever happens in the group. Especially if the topic of the community changes dramatically.

A new administrator appears at the helm. The content is drastically different from the usual. Subscribers may react to this in different ways. You will either have to engage the audience to be active from scratch, or not consider this option at all.

Paid advertising on Odnoklassniki (standard)

As you already understood, free advertising is called such purely conditionally. In practice, everything happens completely differently. Therefore, it is more expedient to turn to paid advertising - its effectiveness is much higher than in the previous example. The essence of standard advertising: a user orders a commercial post in other groups (in places where potential customers rally). And if these people join your group, they are no longer random passers-by. Therefore, they are interested in what you offer.

On one's own. Finding the right groups will fall on your shoulders. The only thing left is to find a group, agree with its administrator on cooperation (price, date, type of publication, etc.);
Advertising exchange. Allows you to find the community you want after you select your search criteria. If the group has given the go-ahead, a fixed amount for payment will be frozen on your account. The money will be transferred to the account of the "executor" after the publication of the commercial post.

Which search options to use is up to you. However, an advertising exchange has several advantages. Here you can learn more about the statistics of each group. In addition, the exchange guarantees fair fulfillment of conditions from both parties.

So you will protect yourself from a deal with scammers who intend to simply throw you. You will have to pay a little extra for such "reinsurance" (it will be about 15% more expensive). Before starting to work on the exchange, it is recommended to carefully read the proposed terms and conditions of the resource.

Paid advertising in OK (display / targeted)

As you have already seen, there are different ways paid PR. There are not so many of them, but this is quite enough for various segments of the population.

Banner advertising

Even an inexperienced user can handle the creation of a banner. Here it is rather necessary to speak about the expediency of such a method. Is it reasonable?

However, not everything is so smooth. Advertising banners are so boring for modern users that most of them are simply not paid attention to. But the cost of the banner is still high. We only have to hope for a miracle. Otherwise, you will be wasting a lot of money.

This type of advertising also has an advantage: everyone can use a special calculator to calculate the cost of a banner. Use the convenient link assistant - sales.mail.ru/ru/russia/main/latest/calculator/. After selecting all the necessary criteria for future advertising, click on the "Calculate" button. You will be shown data about "Impressions". Multiply this figure by the cost - odnoklassniki.slimart.ru/price.html.

Most likely, the final amount will shock you. And this despite the fact that the audience can easily ignore the advertised ads. And the last nuance: 20,000 rubles - this is the minimum budget for an advertising campaign. That is, ordinary users are unlikely to be able to afford such a luxurious PR.

Promo posts on Odnoklassniki

Advertising promo in the news feed:

A sponsored post can contain text, a photo, or a video. It doesn't matter where exactly you want to attract potential customers (to a group or to a third-party resource). This works under all conditions.

Pre-roll on Odnoklassniki social network

This small video is part of another video. That is, the user enters to watch the video he is interested in, and before watching it he sees a small ad insert... About efficiency this method you can argue for a long time. But one thing can be said: it is much more profitable in terms of investments.

No special skills are required to create a short insert. It's not hard to do. Moreover, instead of video, you can use a catchy image (it all depends on your tastes).

Branding in Odnoklassniki

This is one of the subtypes of image advertising. It is worth resorting to only large trade marks and companies. An ordinary user cannot afford such a budget. Branding - the best option for those who love "dear-rich". Of course, this method does not lack efficiency.

How to set up ads on Odnoklassniki?

Registration on the website;
Login to the system;
Internal account replenishment;
Audience search;
Indication of price and number of impressions.

Please read the social network instructions again before placing ads. And also with information about how much advertising costs in classmates. Instructions are posted on the link - insideok.ru/blog/instrukciya-kak-sozdat-promopost.

Conclusion

Business promotion in Odnoklassniki has a number of advantages. The social network meets its users halfway, I simplify the work in the system to the point of impossibility. If you're looking for middle-aged clients, then this platform is perfect for the job. And the most important thing! Competition in Odnoklassniki is just beginning to gain momentum. And while other people are afraid to get involved with this social network, forward-thinking entrepreneurs are already "squeezing" the maximum opportunity out of it.

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